Fashion label Burberry posted a jump in operating profit for the first half of its financial year, and announced that it was shifting its focus towards higher end luxury.

日前，时尚品牌博柏利公布其上半财年营业利润大幅增长，并宣布将把工作重心转向高端奢侈品上。

The company, famous for its iconic trench¹ coats, leather goods and chequered scarves, said that underlying² revenue increased by 4 per cent to 1.26 billion pounds in the six months to 30 September, while adjusted operating profit soared 28 per cent to 185 million pounds from 144 million pounds a year earlier.

这家以标志性的风衣、皮革商品和格子围巾而闻名的公司透露，在截至9月30日的上半财年里，其基本收入在六个月内增加了4%至12.6亿英镑，而调整后的营业利润飙升28%，从去年的1.44亿英镑升至1.85亿英镑。

"Consumers responded positively³ to fashion and newness, particularly in rainwear and leather goods," said chief executive Marco Gobbetti. "Digital revenue grew in all regions, led by mobile, while growth was strongest in our own stores in Asia Pacific."

首席执行官马可·戈贝蒂称：“消费者对时尚和新产品响应积极，尤其是雨衣和皮具产品。所有地区以手机为主导的数字业务收入都在增长，而亚太地区的门店增长最为强劲。”

Mr Gobbetti also unveiled a new strategy, focusing on Burberry's top-end offering and cutting sales to non-luxury stores.

此外，戈贝蒂还公布了新战略：博柏利将削减非奢侈品的销售，专注于高端产品。

"By re-energising our product and customer experience to establish our position firmly in luxury, we will play in the most rewarding, enduring segment of the market," Mr Gobbetti said.

戈贝蒂表示：“通过重振我们的产品和客户体验，以稳固在奢侈品领域的地位，我们将发挥市场中最有收益、最持久的部分。”

"We have the foundations to build on and the team to execute our plans. This will enable us to drive sustainable growth and higher margins⁴ over time, whilst continuing to deliver attractive returns to shareholders⁵."

“我们有实现计划的基础，也有团队来执行我们的计划。这将使我们能够在一段时间内推动更高的利润率和可持续增长，同时继续为股东带来可观的回报。”